Module: Marketing Communications

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    30 hours

Module content

This elective module explores the communications tools used by organisations and requires students to have a grounded understanding of marketing principles addressed in year 1 and 2. Lectures will focus on the marketing communications function and will cover aspects such as: communication theories; understanding organisations’ and consumers’ needs; corporate marketing communication strategies, public relations and advertising; the role of the communications’ regulator; the creative process from idea to implementation; integration strategies and evaluation of marketing effectiveness to inform strategy.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Distinguish the effectiveness of marketing communication tools for different audiences.
  2. Analyse and apply key marketing communication issues to a brief.
  3. Develop a strategy as a result of a creative process.
  4. Design and evaluate an integrated marketing communication strategy and campaign for services and/or products.


Assessment Description Weighting
Coursework Group Presentation 40%
Coursework Individual Project Report 60%

Assessments may differ in 2020/21 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts

Students should be familiar with the content of the following:

  • Blythe, J. (2016) Essentials of marketing. 6th ed. Pearson.
  • Blythe, J. (2006) Essentials of marketing communications.  3rd ed. Pearson Education.
  • Fill, C. (2016) Marketing Communications: discovery, creations and conversations. 7th ed. Pearson Education.
  • Percy, L. and Elliott, R. (2015) Strategic advertising management. 5th ed. Oxford University Press.
  • Scott, D.M. (2015) The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. 5th ed. Wiley
  • Springer, P. (2009) Ads to icons: how advertising succeeds in a multimedia age. 2nd ed. Kogan Page.


  • Direct Marketing
  • Campaign
  • Marketing Week
  • Harvard Business Review